On August 31, Chinese menswear brand Youngor opened a new flagship store at Chongqing MixC.
With this launch, all five brands under Youngor Group—Youngor, MAYOR, HART MARX, UNDEFEATED, and HELLY HANSEN—have made a collective debut at Chongqing MixC, the largest high-end luxury mall in China.
“This debut of five brands together is a result of the long-term collaboration between us and Youngor Group,” Chongqing MixC stated in an interview with Luxe.co.
Youngor Group refers to the multi-brand, multi-store setup it has established at Chongqing MixC as the “Chongqing MixC Model.” This represents not only a significant milestone for Youngor’s brand and channel development but also serves as a leading example for local Chinese menswear enterprises.
Luxe.CO visited Chongqing MixC to explore the reasons behind the formation of the “Chongqing MixC Model” and its potential lessons for other domestic fashion brands and retail enterprises.
How the “Chongqing MixC Model” Was Built Step by Step
Youngor Group’s five brands opened at different times and in various sections of Chongqing MixC, based on their style and positioning:
High-end menswear brand MAYOR was the first to enter the MixC system in 2022, debuting on the first floor of Chongqing MixC’s southern section in 2023. Known for its top-tier fabrics and understated design, MAYOR has built a strong reputation among high-end customers, laying the groundwork for subsequent collaborations between Youngor and Chongqing MixC.
MAYOR Chongqing MixC Store
In 2023, with the opening of Chongqing MixC’s northern section, Youngor expanded its partnership by introducing Norwegian outdoor brand HELLY HANSEN, lifestyle sports brand UNDEFEATED, and high-end equestrian sports brand HART MARX, each opening their first stores in Chongqing.
By September, with the addition of Youngor’s flagship store, the group’s five brands were fully positioned across three distinct areas of the mall: the “Modern Life” southern section, the “Ultimate Luxury” central section, and the “Cutting-Edge Trend” northern section.
Another Milestone for Youngor’s Main Brand
The new Youngor store is located in the luxury-focused central section of Chongqing MixC, home to over 30 international luxury brands in fashion, accessories, jewelry, and watches.
Aiming to “create the best brand for men,” Youngor’s new flagship is a brand-new concept store specifically designed for shopping mall environments, marking the first of its kind for the brand.
Youngor Chongqing MixC Store
More than that, this store also signifies Youngor’s first entry into an M1-level luxury mall. This breakthrough reflects multiple strategic advancements for the brand:
On one hand, it showcases Youngor’s ongoing efforts to upgrade its physical retail presence, particularly through opening larger flagship stores in recent years.
Since the beginning of the year, Youngor has opened “Fashion Experience Centers” in cities including Ganzhou, Nanchang, Jinan, Zhengzhou, Changchun, and Guiyang, with more set to open in cities such as Taiyuan, Wenzhou, Wuhan, and Shanghai.
Youngor Ganzhou Fashion Experience Center
Youngor Shanghai Fashion Experience Center, opening on September 20
Youngor’s investment in physical channels represents the most tangible and long-term commitment to its brand upgrade, offering consumers a direct view of its enhanced image and service experience.
Therefore, for a local menswear brand like Youngor, upgrading its stores and entering high-end shopping centers as part of its pursuit of higher goals undoubtedly represents a milestone evolution.
It is expected that after the debut of its store at Chongqing MixC, Youngor will accelerate its expansion into premium shopping centers.
On the other hand, the flagship store’s opening reflects the deep trust and strong foundation built between Youngor Group and Chongqing MixC through their multi-brand strategy. This collaboration is affectionately referred to as “head-to-head” cooperation, meaning that the group’s headquarters and its various brands work closely with the shopping center as a whole.
How to Understand “Head-to-Head” Collaboration Between Multi-Brand Groups and Leading Retail Complexes?
The term “head-to-head” is a simplified concept: the first “head” refers to a group’s headquarters and its multiple brands, while the second “head” refers to a top-tier retail complex, like MixC, which brings together a variety of high-quality brands. “Head-to-head” collaboration refers to comprehensive cooperation between the group’s headquarters and its various brands with a leading retail complex.
In the global fashion industry, especially within the luxury sector, this kind of “head-to-head” collaboration is not uncommon.
For example, Shenzhen Bay MixC brings together multiple luxury brands under the French luxury giant LVMH Group, including Louis Vuitton, Christian Dior, Loewe, Fendi, Loro Piana, and Berluti.
In the sports and outdoor sector, Anta Group’s multiple brands have also collectively entered shopping centers. For instance, in Chengdu MixC, Anta’s brands such as Salomon, FILA, DESCENTE, Maia Active, KOLON SPORT, and Anta itself have all opened stores.
Chongqing MixC, a luxury landmark in the Chongqing market, is the first major luxury project by China Resources MixC Lifestyle in Southwest China.
Chongqing MixC Phase I opened in 2014, and with the opening of Phase II (the northern section) in 2023, its total area expanded to 500,000 square meters, making it the largest luxury MixC in China.
Chongqing MixC is home to the city’s only Hermès store, along with luxury brands like Prada, Balenciaga, and the first Chongqing stores of Loewe and Loro Piana. Premium sports and outdoor brands like DESCENTE and Arc’teryx have also opened flagship stores here.
Chongqing MixC
Chongqing MixC describes this partnership with Youngor as having “benchmark significance.”
“From a retail complex’s perspective, we certainly prioritize strategic partnerships with Youngor Group. Whether through multi-brand strategic cooperation or future expansion into other cities, this collaboration sets a benchmark,” Chongqing MixC told Luxe.co For example, during the opening of Guiyang MixC, senior management from both sides held fruitful discussions.
Indeed, for both fashion groups and retail complexes, the success of this model will have a ripple effect on improving quality and expanding scope, whether through further collaboration between the two or replicating the model in other partnerships.
As Chongqing MixC explained: “In the future, our collaboration may mirror the cooperation model seen with luxury groups, where head-to-head collaboration will extend to areas such as store expansion, product updates, service enhancements, and upgrades. We will engage in deeper partnerships across many aspects.”
A retail complex’s positioning requires the leadership of benchmark brands, and its brand matrix needs to be enriched with more diverse offerings.
For example, the recent openings of HELLY HANSEN and UNDEFEATED’s first Chongqing stores have strengthened the “cutting-edge trend” positioning of Chongqing MixC’s northern section. “Working with a multi-brand group like Youngor helps boost the confidence of other retailers, especially those who may still be undecided,” the mall noted.
For Youngor Group, entering high-end retail complexes also reflects the growing maturity of Chinese enterprises in managing brands and expanding their perspectives on the fashion industry.
Youngor Group’s Multi-Brand Development:
Synergistic and Advancing Together
In November 2022, Youngor Group introduced its new fashion industry strategy, which included the large-store strategy.
In 2024, the group continued to implement its “opening large stores, closing small stores” channel adjustment strategy. According to the group’s mid-2024 financial report, it operated 1,708 self-owned stores by the end of the reporting period, a net decrease of 21 stores since the beginning of the year. However, its operating area increased by 6,600 square meters, bringing the total to 458,700 square meters.
In addition to expanding store size, Youngor’s brands are also actively targeting high-end channels.
In shopping centers, besides Youngor’s main brand entering high-end luxury malls like MixC for the first time, brands such as MAYOR, HELLY HANSEN, and UNDEFEATED have been opening stores in premium shopping centers as well.
For instance:
The high-end menswear brand MAYOR has opened stores this year in cities like Nanning, Shijiazhuang, Guiyang, and Wuchang. With previous stores in cities such as Nanjing, Hangzhou, Chongqing, Hefei, Changchun, and Nanchang, MAYOR now operates 15 standalone stores, all located in high-end malls like Deji Plaza, MixC, and Intime Centers. Notably, 10 of these stores are located in MixC malls, demonstrating deep collaboration with MixC.
MAYOR Hangzhou MixC Store, Nanning MixC Store
In 2021, Youngor formed a joint venture with Norwegian outdoor brand HELLY HANSEN to help the brand re-enter the Chinese market. HELLY HANSEN now has stores in 24 cities across the Chinese Mainland, with around 40 stores in total. Its store expansion focuses on premium malls, such as Beijing SKP, Chengdu SKP, Xi’an SKP, and Nanjing Deji Plaza.
This year, HELLY HANSEN opened new stores at Wuhan SKP, Tianjin MixC, and Beijing Hopson One. Its new store at Shanghai West Bund’s Dream Center, which opened in late August, represents the brand’s new lifestyle aesthetic landmark.
HELLY HANSEN Beijing Hopson One Store
Youngor also acquired a 40% stake in the lifestyle sports brand UNDEFEATED and established a Greater China company. UNDEFEATED opened its first direct-operated store in Mainland China in 2022 and has since expanded into several high-end malls in core city districts, such as Beijing WF Central, Chengdu Taikoo Li, Wuxi Center 66, and Shenzhen Luohu MixC.
In June of this year, UNDEFEATED opened a new store and its first comprehensive sports center in Aranya, hosting events, engaging communities, and showcasing the brand’s hardcore spirit.
UNDEFEATED Aranya First Comprehensive Sports Center
Meanwhile, Youngor’s menswear brand continues to expand its “Fashion Experience Centers.”
Since the beginning of this year, the brand has opened Fashion Experience Centers in cities such as Ganzhou, Nanchang, Jinan, Zhengzhou, Changchun, and Guiyang. With its previous store in Nanning, the total number of experience centers has reached seven. More are scheduled to open in cities such as Taiyuan, Wenzhou, Wuhan, and Shanghai.
The “Fashion Experience Center” represents the highest level of Youngor’s retail format.
Key cities, central shopping districts, and localized elements reinforce the brand’s strategy of “one experience center, one city.” Notably, many of the properties for these centers are self-owned by Youngor Group, providing the company with greater autonomy and reflecting its long-term commitment to the brand and the industry.
Within the Youngor Fashion Experience Centers, multiple brands are showcased in synergy. Unlike the “Chongqing MixC Model,” where brands are spread across a shopping complex, the experience center format allows for a more coordinated brand image under one roof. The larger space also accommodates VIP rooms and live-streaming studios, exploring new ways to merge online and offline retail.
Youngor Nanchang Fashion Experience Center
Conclusion
In recent years, Youngor Group has repeatedly emphasized its commitment to focusing on its core fashion business. At the end of 2023, the company renamed itself “Youngor Fashion Co., Ltd.” and set a strategic goal of becoming a world-class fashion industry group, further strengthening its focus on the fashion sector and its long-term vision.
While maintaining the core identity of the Youngor brand, the group has developed a diverse brand matrix through MAYOR, HART MARX, UNDEFEATED, and HELLY HANSEN, spanning mass-market, mid-range, and high-end segments in menswear, outdoor, and street fashion. This not only enhances the group’s fashion ecosystem but also elevates its image toward greater internationalization and premium positioning.
Whether through the “Chongqing MixC Model” or the “Fashion Experience Centers,” Youngor’s investment in upgrading its retail channels reflects the company’s continuous efforts to achieve these strategic goals.
| Image Credit: Courtesy of Youngor
| Editor: Zhu Ruoyu
